Everything That’s New Is Old Again. Saks To Have A New (er, Old) Logo. Second City Style Fashion Blog

December 11, 2006 • Shopping

Current logo

Apparently fashion isn’t the only thing that recycles, so do logos. According to WWD
Saks Fifth Avenue is going back to the future in the New Year.

month, the retailer is launching a new logo that will be emblazoned on everything
from awnings to shopping bags, boxes and even exclusive designer
merchandise. Developed by Terron Schaefer, Saks’ group senior vice
president of creative and marketing, and Pentagram Design Inc., the new
logo goes back to the well-known stacked-script one developed by
Massimo Vignelli, which was launched in 1973 but eventually was
replaced with a cleaner, modern font.

New logo

"In 1997, they did away
with the original logo, although it still exists on many of the
buildings," Schaefer said of the script logo. "When asked, people would
probably still say that it’s the Saks Fifth Avenue logo."

If there was any skepticism the new logo was too vintage-looking,
Schaefer downplayed the notion. "It’s not so logo-driven, but still so
iconic," he noted.

The concept of going back to Saks’ past to
build the future is also in line with other initiatives at the store
that have been introduced under Saks Inc. chief executive officer Steve
Sadove. They include bringing back such categories as petites and
private label, which had been abandoned under previous management in
favor of more designer apparel.

"We really wanted to look back
through history and take something from our past, modernize it and make
it friendly, modern, fun and different," Schaefer noted. "We wanted to
create something that will have legs, because we cannot continue to
change logos every four or five years."

Source: WWD

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